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Course Information
Business and Information Technology Education
Marketing Fundamentals
This is a course of study in the basic marketing concepts and foundations with an emphasis on the application of technology to perform marketing duties/tasks and software applications including the use of word processing, databases, spreadsheets, and graphics. Course content includes topics related to human relations, math, communication, economics, selling, promotion, risk management, distribution, and marketing trends. Students learn office and job safety, competencies required to secure and hold jobs. Students will develop leadership traits and identify their leadership potential through participation in the DECA (an association of marketing students) student organization.
Karen Green
Program Specialist
Intro to Business and Marketing
Employment Essentials
Business and Computer Tech OR
Fundamentals of Technology
(or)Customer Service
Explore fundamental business, management, and entrepreneurial concepts that affect business decision making.

? Explain the nature of business activities

? Explain marketing concept

? Identify components of the marketing mix

? Describe market identification and segmentation

? Explain the relationship of marketing to business and the economy

? Explain the concepts of production and operations and create flowchart

? Explain the purposes of accounting

? Identify marketing functions and their importance

? Research trends and emerging technologies affecting marketing

Explore concepts, strategies, and systems needed to interact effectively with others.

? Identify and practice effective interpersonal and team-building skills

? Identify the impact and value of diversity in a marketing environment

? Address people properly

? Demonstrate active listening skills

? Demonstrate appropriate techniques for professional telephone calls

? Create various types of basic business communication

? Use telecommunications to conduct business with customers, vendors and co-workers

? Demonstrate effective strategies to give and follow written and oral directions

? Respond to customers and co-workers

? Translate technical language into commonly understood language

? Interpret company policies to customers

? Communicate suggestions to supervisors

Explore the economic principles and concepts fundamental to marketing.

? Explain the concept of economic resources

? Identify factors affecting a business's profit

? Identify elements of internal competition

? Identify elements of external competition

? Explain the concept of productivity

? Describe the different forms of competition in the marketplace

? Interpret the impact of supply and demand on price

Explore concepts and strategies needed for career exploration, development, and growth.

? Participate in leadership and career development activities

? Identify personal goals

? Research career opportunities in the field of marketing and business

? Develop a customized plan of study to achieve career goals

? Identify the value of professional associations

? Search the Internet to identify the purposes and goals of the student organization

? Enhance leadership skills and career development strategies through participation in the student organization

Explore the concepts and processes needed to move, store, locate, and/or transfer ownership of goods and services.

? Explain distribution activities of channel members

? Explain the importance of making place/location decisions

? Trace the channels of distribution for selected products

? Describe computerized inventory control systems

Explore the financial concepts used in making business decisions.

? Explain the nature, scope, and sources of financing

? Identify the types and purposes of credit

? Explain the difference between simple and compound interest

Explore the concepts, systems, and tools needed to gather, access, synthesize, evaluate, and disseminate information for use in making business decisions.

? Identify the role of marketing information management

? Research techniques involved in gathering information and making decisions

? Identify the process of gathering and analyzing data

? Identify benefits and limitations of marketing research

Explore concepts and strategies utilized in determining and adjusting prices to maximize return and meet customers perceptions of value.

? Explain the nature and scope of pricing

? Compare and contrast pricing policies

? Describe the purpose of pricing objectives

? Calculate discounting formulas used in pricing

Explore the concepts and processes needed to obtain develop, maintain, and improve a product or service mix in response to market opportunities.

? Explore the role of product/service planning in marketing

? Describe types of product mix strategies

? Describe stages of a product life cycle

? Describe factors affecting product/service planning

? Describe the importance of branding/positioning in marketing

? Identify the impact and value of brand development

Explore the concepts and strategies needed to communicate information about products, services, images, and/or ideas to achieve a desired outcome.

? Examine the concept of promotional mix

? Compare the benefits of various types of promotional media

? Prepare print advertisement following standard industry practices

? Examine the purposes of promotion

? Describe the types of promotion and the purpose of each

? Explain the role of public relations in marketing

? Describe the importance of creating promotional objectives

? Create a promotion plan to meet promotional objectives

Explore the concepts and actions needed to determine client needs and wants and respond through planned, personalized communication that influences purchase decisions and enhances future business opportunities.

? Explain a planogram (POG) and demonstrate using presentation software

? Explain the selling process

? Examine the need for and problems addressed by selling policies

? Perform mathematical calculations involved in preparing and closing a cash drawer

? Acquire company information for use in providing customer service using data collected

? Explain the importance of customer service

? Identify customer needs and wants

? Obtain appropriate product information from various sources including the internet

? Analyze promotional material from a variety of companies using the internet

? Explain the use of national and private brand names in selling

? Use buying motives of individuals as the basis for a sales presentation

? Demonstrate the selling process

? Make change

? Describe follow - up techniques used in the selling process

? Categorize business to business decision making factors

? Categorize business to consumer buying behavior

? Describe the relationship between buyers and sellers

? Describe the demographic factors that influence purchase decisions

Implement marketing activities requiring the use of technology.

? Explain the term Internet Marketing

? Explain how the basic marketing functions apply to internet marketing

? Describe the purposes of an Internet marketing website

? Identify industry trends in Internet marketing

? Identify ways that technology impacts business and marketing decisions

? Utilize appropriate forms of technology to implement marketing activities

Explore the implications of safety practices and procedures in a working environment.

? Demonstrate basic safety rules relevant to job safety by reading the appropriate manuals

? Identify security precautions relevant to work environment

? Demonstrate security practices in the workplace

? Describe the first aid measures to be used in case of an emergency on the job, along with the procedures to be followed in case of an accident

? Discuss appropriate practices for handling and storing hazardous materials

? Explain blood borne pathogens

? Explain the role of OSHA

? Explain the role of the Department of Labor

? Research labor laws that impact work environments
Required Brainbench Certifications (or equivalent industry certifications):

-Marketing Concepts (or)

-Sales Concepts

Required ODCTE Competency Testing:

Skills Standards


Recommended Additional Competency Testing:

-A*S*K (Mark Ed)

Additional Brainbench Testing

-MS Outlook
-MS PowerPoint

-Computer Fundamentals
-Business Ethics Awareness
-Business Concepts

-Telephone Concepts
-Interpersonal Communications
-Listening Skills
American Marketing Association
Sales and Marketing Executives International

National Standards for Marketing Education

Marketing Education Resource Center

Columbus, OH

National Content Standards for Entrepreneurship Education

Consortium for Entrepreneurship Education

Columbus, OH

Priority Academic Student Skills (PASS),
Economics Standards 1-11

Oklahoma State Department of Education

Customer Service and Sales Skills Standards

Sales & Service Voluntary Partnership

National Skills Standards Board

Washington, DC
Marketing 2E, J.L. Burrow, 2007, Thomson/South-Western

Marketing Essentials, L.S. Farese, G. Kimbrell, C.A. Woloszyk, 2006, Glencoe/McGraw-Hill, Woodland Hills, CA

Marketing LAPS, (Learning Activity Packets), MarkEd, Columbus, OH

Retail Readiness Certification Prep, 2005, Thomson/South-Western

Thinking Economics, National Council on Economic Education

JA Economics, Junior Achievement


Virtual Business-Retailing, Knowledgematters, Inc.
Career Majors That Sequence This Course
Career Cluster Pathway Career Major
Marketing, Sales & Service Professional Sales and Marketing Assistant Sales Manager
Marketing, Sales & Service Professional Sales and Marketing Customer Service Representative
Hospitality & Tourism Travel and Tourism Destination Meetings and Event Management Assistant
Marketing, Sales & Service Management and Entrepreneurship Franchise Owner
Marketing, Sales & Service Management and Entrepreneurship Independent Distributor
Marketing, Sales & Service Management and Entrepreneurship International Business Entrepreneur
Hospitality & Tourism Lodging Lodging Manager
Marketing, Sales & Service Marketing Communications and Promotion Marketing Assistant
Marketing, Sales & Service Marketing Communications and Promotion Marketing Communications Associate
Marketing, Sales & Service Buying and Merchandising Merchandise Manager
Marketing, Sales & Service Integrated Marketing Mobile Marketing
Marketing, Sales & Service Professional Sales and Marketing Professional Sales Representative
Marketing, Sales & Service Marketing Communications and Promotion Public Information Specialist
Marketing, Sales & Service Marketing Communications and Promotion Public Relations Manager
Marketing, Sales & Service Management and Entrepreneurship Retail Management
Marketing, Sales & Service Professional Sales and Marketing Sales Assistant